Las Hogueras



Mahou wanted to be the beer of the people of Alicante during Las Hogueras, its most important festival. So what did we do? We took the festival to the only neighbourhood in Alicante in which it had never been celebrated: Tabarca Island.

We organised the 1st Tabarca Cremá (at which giant effigies are burned), reproducing a monument from 1965 that had never been burned. We managed to make a beer brand enter the into annals of history of Alicante and achieved something even greater: that all of its residents, without exception, could finally experience their festival.